Chapter 7

Consumer Learning

Consumer Behavior,
Ninth Edition

Schiffman & Kanuk

Copyright 2007 by Prentice Hall

 Chapter Outline
• The Elements of Consumer Learning
• Behavioral Learning Theories
• Cognitive Learning Theory
• Measures of Consumer Learning

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 Learning
• The process by which individuals acquire
the purchase and consumption knowledge
and experience that they apply to future
related behavior
• Marketers must teach consumers:
– where to buy
– how to use
– how to maintain
– how to dispose of products

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 Learning Theories

• Behavioral Theories • Cognitive Theories

– Based on observable – Learning based on
behaviors (responses) mental information
that occur as the result processing
of exposure to stimuli – Often in response to
problem solving

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 Discussion Question
• For Coca-Cola:
– How have they used behavioral theory in their
marketing?
– Cognitive theory?
– How have they built brand loyalty?

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 Elements of
Learning Theories
• Motivation
• Cues
• Response
• Reinforcement

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 Behavioral Learning Theories
• Classical Conditioning
• Instrumental Conditioning
• Modeling or Observational Learning

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 A behavioral
learning theory
according to which a
stimulus is paired
Classical with another stimulus
Conditioning that elicits a known
response that serves
to produce the same
response when used
alone.

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 Models of Classical Conditioning
Figure 7-2a

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 Figure 7-2b

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 We now
associate this
product with
strength.

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 Strategic Applications of
Classical Conditioning
Basic Concepts

• Repetition • Increases the

• Stimulus association between
generalization the conditioned and
• Stimulus unconditioned
discrimination stimulus
• Slows the pace of
forgetting
• Advertising wearout is
a problem
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 Strategic Applications of
Classical Conditioning
Basic Concepts

• Repetition • Having the same

• Stimulus response to slightly
generalization different stimuli
• Helps “me-too”
• Stimulus
discrimination products to succeed
• Useful in product
extensions

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 Discussion Question
Stimulus Generalization
• How does CVS Pharmacy use stimulus
generalization for their private brands?
• Do you think it is effective?
• Should this be allowable?

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 Strategic Applications of
Classical Conditioning
Basic Concepts

• Repetition • Selection of a specific

• Stimulus stimulus from similar
generalization stimuli
• This discrimination is
• Stimulus
discrimination the basis of
positioning which
looks for unique ways
to fill needs

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 A behavioral theory of
learning based on a
trial-and-error process,
with habits forced as
Instrumental
the result of positive
(Operant)
experiences
Conditioning
(reinforcement)
resulting from certain
responses or
behaviors.

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 Types of Reinforcement
• Positive
• Negative
• Forgetting
• Extinction

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 A Model of Instrumental Conditioning
Figure 7-10

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 Instrumental Conditioning
and Marketing
• Customer Satisfaction (Reinforcement)
• Reinforcement Schedules
• Shaping
• Massed versus Distributed Learning

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 A process by which
individuals observe
how others behave
in response to
Observational
certain stimuli and
Learning
reinforcements.
Also known as
modeling or
vicarious learning.

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 The consumer
observes a
positive
response by
two teens.

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 Holds that the kind
of learning most
characteristic of
Cognitive human beings is
Learning problem solving,
Theory which enables
individuals to gain
some control over
their environment.

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 Information Processing
• Relates to cognitive ability and the
complexity of the information
• Individuals differ in imagery – their ability
to form mental images which influences
recall

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 Information Processing and
Memory Stores - Figure 7.14

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 Information Processing
• Movement from short-term to long-term
storage depends on
– Rehearsal
– Encoding

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 Discussion Question
• How do advertisers drive consumers to
rehearse information?
• When does this work against the
advertiser?
• Can you think of examples of
advertisements which drive you to
rehearse?

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 Retention

• Information is stored in
long-term memory
– Episodically: by the order
in which it is acquired
– Semantically: according
to significant concepts
• Total package of
associations is called a
schema

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 Table 7.1 Models of Cognitive Learning

Decision- Innovation Innovation

Promotional Tricompetent Making Adoption Decision
Model Model Model Model Process
Attention Cognitive Awareness Awareness
Sequential
Knowledge Knowledge
Stages
of Interest Affective Interest
Processing Desire Evaluation Evaluation Persuasion
Action Conative Purchase Trial Decision
Postpurchase Adoption Confirmation
Evaluation

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 Issues in Involvement Theory
• Consumer Relevance
• Central and Peripheral Routes to
Persuasion
• Measure of Involvement

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 Consumer Relevance
• Involvement depends on degree of
personal relevance.
• High involvement is:
– Very important to the consumer
– Provokes extensive problem solving

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 Central and Peripheral Routes
to Persuasion
• Central route to persuasion
– For high involvement purchases
– Requires cognitive processing
• Peripheral route to persuasion
– Low involvement
– Consumer less motivated to think
– Learning through repetition, visual cues, and
holistic perception

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 Peripheral route
to persuasion

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 Measures of Consumer Learning
• Recognition and Recall Measures
– Aided and Unaided Recall
• Cognitive Responses to Advertising
• Attitudinal and Behavioral Measures of
Brand Loyalty

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 Brand Loyalty
• Function of three groups of influences
– Consumer drivers
– Brand drivers
– Social drivers
• Four types of loyalty
– No loyalty
– Covetous loyalty
– Inertia loyalty
– Premium loyalty

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 Harley-Davidson Has Strong
Brand Loyalty

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 Brand Equity
• Refers to the value inherent in a well-
known brand name
• Value stems from consumer’s perception
of brand superiority
• Brand equity reflects learned brand loyalty
• Brand loyalty and brand equity lead to
increased market share and greater profits

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